The impact of food reviewers on purchase intention in the food and beverage industry: the mediating role of user interaction
This study examines the influence of food reviewers on user engagement and purchase intention in the food and beverage (F&B) sector. Findings indicate that food reviewers positively impact both user interaction and purchase intention, with three key factors emerging: reviewer reputation, video c...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2024-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2425706 |
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| author | Vo Minh Sang Bui Duy Khuong Ly Yen Nhi Luong Gia Han Thach Minh Giau Nguyen Thi Tuyet Ngoan |
| author_facet | Vo Minh Sang Bui Duy Khuong Ly Yen Nhi Luong Gia Han Thach Minh Giau Nguyen Thi Tuyet Ngoan |
| author_sort | Vo Minh Sang |
| collection | DOAJ |
| description | This study examines the influence of food reviewers on user engagement and purchase intention in the food and beverage (F&B) sector. Findings indicate that food reviewers positively impact both user interaction and purchase intention, with three key factors emerging: reviewer reputation, video content, and video quality. However, the reviewers’ expertise showed no significant effect on engagement or purchase intention. User engagement was also found to mediate the relationship between food reviewers and purchase intention, underscoring connections within the value chain linking food reviewers, user engagement, and purchase intention. The study provides theoretical insights by offering a framework to assess how TikTok food reviews affect young Vietnamese consumers’ engagement and purchasing behaviors. It highlights user interaction’s mediating role between food review components and purchase intention and supports the relevance of affiliate marketing theory in the F&B industry. Practical implications include strategies to enhance brand visibility through affiliate marketing with food reviewers and implementing food reviewer‑driven marketing communication initiatives tailored for the F&B sector. |
| format | Article |
| id | doaj-art-d34904f9730b45e6a9d2818fae788abc |
| institution | Kabale University |
| issn | 2331-1975 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj-art-d34904f9730b45e6a9d2818fae788abc2024-11-08T12:28:10ZengTaylor & Francis GroupCogent Business & Management2331-19752024-12-0111110.1080/23311975.2024.2425706The impact of food reviewers on purchase intention in the food and beverage industry: the mediating role of user interactionVo Minh Sang0Bui Duy Khuong1Ly Yen Nhi2Luong Gia Han3Thach Minh Giau4Nguyen Thi Tuyet Ngoan5Faculty of Business Administration, FPT University, VietnamFaculty of Business Administration, FPT University, VietnamFaculty of Business Administration, FPT University, VietnamFaculty of Business Administration, FPT University, VietnamFaculty of Business Administration, FPT University, VietnamFaculty of Business Administration, FPT University, VietnamThis study examines the influence of food reviewers on user engagement and purchase intention in the food and beverage (F&B) sector. Findings indicate that food reviewers positively impact both user interaction and purchase intention, with three key factors emerging: reviewer reputation, video content, and video quality. However, the reviewers’ expertise showed no significant effect on engagement or purchase intention. User engagement was also found to mediate the relationship between food reviewers and purchase intention, underscoring connections within the value chain linking food reviewers, user engagement, and purchase intention. The study provides theoretical insights by offering a framework to assess how TikTok food reviews affect young Vietnamese consumers’ engagement and purchasing behaviors. It highlights user interaction’s mediating role between food review components and purchase intention and supports the relevance of affiliate marketing theory in the F&B industry. Practical implications include strategies to enhance brand visibility through affiliate marketing with food reviewers and implementing food reviewer‑driven marketing communication initiatives tailored for the F&B sector.https://www.tandfonline.com/doi/10.1080/23311975.2024.2425706Affiliate marketingfood revieweruser interactionpurchase intentionfood and beverageBusiness, Management and Accounting |
| spellingShingle | Vo Minh Sang Bui Duy Khuong Ly Yen Nhi Luong Gia Han Thach Minh Giau Nguyen Thi Tuyet Ngoan The impact of food reviewers on purchase intention in the food and beverage industry: the mediating role of user interaction Cogent Business & Management Affiliate marketing food reviewer user interaction purchase intention food and beverage Business, Management and Accounting |
| title | The impact of food reviewers on purchase intention in the food and beverage industry: the mediating role of user interaction |
| title_full | The impact of food reviewers on purchase intention in the food and beverage industry: the mediating role of user interaction |
| title_fullStr | The impact of food reviewers on purchase intention in the food and beverage industry: the mediating role of user interaction |
| title_full_unstemmed | The impact of food reviewers on purchase intention in the food and beverage industry: the mediating role of user interaction |
| title_short | The impact of food reviewers on purchase intention in the food and beverage industry: the mediating role of user interaction |
| title_sort | impact of food reviewers on purchase intention in the food and beverage industry the mediating role of user interaction |
| topic | Affiliate marketing food reviewer user interaction purchase intention food and beverage Business, Management and Accounting |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2024.2425706 |
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